Academy blog

Rise of the Quickies

Do it for the Vine! In today’s web scape, advertisers cannot always depend on end-viewers to sit through “lengthy” videos. Yes, in a world where binge watching a series on Netflix in an afternoon is an accomplishment, watching a five minute blurb on Youtube can be somewhat of a hassle. Fortunately for marketers across the Digital Plain, the popularity of Snapchat and Vine provides them a medium to target short attention spans relatively easily.

Snapchat and Vine are “6 second” (more or less) services. In short (literally), the apps permit the viewing of seconds worth of content for personal amusement. The result is a Cult of Personality surrounding newfound “celebrity” Viners – such as Marlon Webb, the Gabby Show, and Thomas Sanders and formidable forces on Snapchat like DJ Khaled.

And advertisers are capitalizing on this. Recently, Snapchat’s founder Evan Spiegel discussed the popularity of his app with an audience at Morgan Stanley. His app has 100 million daily users, many of the critical millennial demographic, and its popularity is only increasing.

Snapchat realizes what this means for advertisers and has begun imbedding software to track who views what into the app itself, and although formal ad placement is just beginning, the app has already been a successful means of delivering promotional material to end users.

On Vine, the popularity certain Viners has led to product placement – big brands will pay to have their products just associated with the apps funnymen. It’s a form of advertising which relies on generating opinion leaders interacting with their product instead of outright “this is our product, and this is why you should buy it”.

Quick video bytes are going to transform and innovate online content as we know it. Recently the Wall Street Journal featured a story of how the millennial focused Mic.com purchased the app Hyper which aggregates video from across the web into a sort of “e-magazine”. Could a world of Vine or Snapchat compilations on this app provide advertisers with innovative new “full page ads” – only time will tell.

In this dynamic new marketplace, pioneering video providers, whether 6 seconds or 60 minutes, need tools to help them track audience engagement, target their consumers, and more importantly, ensure a superior viewing experience. With YOUBORA, Houston and SmartAds, and the other innovations we provide, your company could be on the cutting edge. Don’t you want to give us a try?

Just another thing to think about from us here at NPAW

James Noeker on March 12th 2016

Most Recent Posts

Introducing the YOUBORA Mobile App

As the streaming market matures and user expectations surge, the ability to immediately detect issues and share up-to-date reports across an organization is becoming an essential part of the day-to-day work lives of video industry professionals. In response, NPAW has launched the YOUBORA mobile app,... 

10 Jun

How to Weigh the Impact of Offline Downloads on your Streaming Service

As streaming becomes an ever-more established behavioral trend globally, online video providers are faced with a double-edged sword. Demand for online video is higher than ever, but so too is competition for space in consumers’ viewing habits. User expectations are on the rise and, as it is easier... 

3 Jun

How COVID-19 is Changing Online Streaming Behavior Globally

The outbreak of the COVID-19 virus is drastically changing user behavioral patterns worldwide. As the virus spreads, streaming video providers must contend with sudden changes in variables including rising economic pressures, altered routines, moods, and priorities. We have gathered together a series... 

27 Mar